Rebel Kitchen coconut water gets large pack format

In response to the coconut category boom, Rebel Kitchen is introducing a new 750ml pack to its Raw Coconut Water range (RRP: £4.99).

The new larger size will complement the brand’s 250ml and 473ml formats.

Rebel Kitchen will also be ramping up its marketing activity with out-of-home media and an online influencer campaign.

Commercial director Adam Thompson said: “With the coconut water category in strong growth at 20.9% YOY and large pack formats being purchased over three times more than single serve size, it was an obvious choice for us to bring out the 750ml and continue to add value back into the category (IRI). As the first raw coconut water brand to bring out this pack format, it reinforces our desire to continue to lead the premium artisanal sector of the category and drive home our sustainability mission.”

The pure, pink, sustainably sourced coconut water has launched in Waitrose and will be available on Ocado and at independent retailers.